Facebook’s mobile advertising chief Jane Schachtel said that mobile marketers in particular must go the extra mile to make sure they treat consumers like people.
Mobile devices are highly personal, she says, so the advertising content presented on them must be carefully personalized.
The reward for marketers who do that well is significant. Schachtel said only $16 billion, or about two percent, of the total worldwide ad spend will be spent on mobile next year. That means there’s lots of room for growth. “This presents a huge opportunity,” she told the crowd here at the Mobile First conference Thursday.